Driving Accountability in Mobile
Advertising

ABOUT INMOBI
1.5 BILLION+
UNIQUE MOBILE
DEVICES
InMobi enables consumers to discover new products and services by providing contextual and personalized ad experiences on mobile devices. Through its
revolutionary advertising and discovery platform, app developers, merchants and brands can engage mobile consumers globally. Recognized by Fast
Company as one amongst the Most Innovative Companies in the world for 2016, InMobi reaches over 1.5+ billion unique mobile devices worldwide.
20,000+
GLOBAL
ADVERTISERS
120+ TB
OF USER DATA
ANALYZED MONTHLY
6 MILLION+
APP DOWNLOADS
TRACKED MONTHLY
32,000+
PUBLISHER
APPS
200 BILLION+
MONTHLY AD
REQUESTS

AGENDA
• STATE OF MOBILE ADVERTISING – INDIA AND SEA
• PRESERVING VALUE IN THE MOBILE ECOSYSTEM
• ACCOUNTABILITY IN MOBILE AD TECH – 3 CORE ISSUES
• BRAND SAFETY
• VIEWABILITY
• AD FRAUD
• DELIVERING ACCOUNTABILITY AS A COLLECTIVE

INTRODUCING THE SPEAKERS
SRIYANSA DASH
Product Head - User Acquisition
sriyansa @sriyansadash
VASUTA AGARWAL
VP & GM, India
vasutaagarwal @vasutaagarwal

GLOBAL MOBILE AD SPEND IS GROWING
$223.74
$254.92
$291.52
$330.49
$360.23
2017 2018 2019 2020 2021
Digital
Ad
Spending
Globally
(in
billions)
Source: eMarketer
$141.00
$168.25
$201.15
$244.56
$277.00
2017 2018 2019 2020 2021
Mobile
Ad
Spending
Globally
(in
billions)

$1.21
$1.53
$1.96
$2.42
$2.80
2017 2018 2019 2020 2021
Digital
Ad
Spending
in
India
(in
billions)
INDIA AND SOUTHEAST ASIA ARE AT THE FOREFRONT OF MOBILE
GROWTH
Source: eMarketer
$0.46
$0.80
$1.13
$1.44
$1.73
2017 2018 2019 2020 2021
Mobile
Ad
Spending
in
India
(in
billions)

INDIA AND SOUTHEAST ASIA ARE AT THE FOREFRONT OF MOBILE
GROWTH
Source: eMarketer
$1.72
$2.07
$2.41
$2.70
$2.94
2016 2017 2018 2019 2020
Digital
Ad
Spending
in
SEA
(in
billions)
$0.45
$0.79
$1.25
$1.57
$1.76
2016 2017 2018 2019 2020
Mobile
Ad
Spending
in
SEA
(in
billions)

BUT ALL IS NOT WELL....
IS THE TOTAL ESTIMATED LOSS DUE
TO MOBILE AD FRAUD ACROSS THE
GLOBE*
$16.4
BN
OF ALL AD SPEND IN INDIA IS
SUSPICIOUS AND IS BORNE BY
ADVERTISERS AND NETWORKS**
10%
Source: *Business Insider, **Exchange4Media, Marketing Interactive
SOUTHEAST ASIA MARKETS AMONG
MOST SUSCEPTIBLE TO FRAUD ON
iOS AND ANDROID GLOBALLY
2

3 STEPS TO ACCOUNTABILITY
What media are
advertisers buying?
Is a human viewing the
ad?
How can campaign
safety be measured?

WHAT ARE THE CORE ISSUES?
BRAND SAFETY VIEWABILITY FRAUD

WHAT IS BRAND SAFETY?

DEFINING BRAND SAFETY
OBJECTIVE DEFINITION SUBJECTIVE DEFINITION
Adult content or hate-sites
• Industry-endorsed lists
• General Consensus on such sites
• Should be avoided at all costs
Source: IAB
Brand-specific criteria
• Direct conflict with brand objective
• E.g. Airline ads near article about
flight delays
• E.g. Cruise ad near article on ship
accident
21

BRAND UNSAFE ADS
Source: IAS

WHAT IS VIEWABILITY?

HOW IS VIEWABILITY DEFINED?
Source: IAB, Image Source: namomedia

1
2
3
4
5
6
REASONS WHY AN AD MIGHT NOT BE VIEWABLE
Ads loading slower than real
estate
User clicks before ad loads
Ads appearing ”below the fold”
Ads lost in ad clutter
Invisible advertising space
Ad blocking that prevents
loading

INDUSTRY CHALLENGES
SPEED OF ADOPTION GLOBAL STANDARDS
Rapid growth of mobile ad
spend
Over the last couple of years, digital
ad spend has shifted to mobile
faster than the measurement
technology could keep up to
protect that investment.
Source: IAB
Lack of global standards &
independent measurement
With multiple ecosystem players
understanding, defining and reporting
viewability differently, until recently, there
was no single standard to know the
effectiveness of their campaigns.
LEGACY EFFECT
The legacy of desktop-
based ads
Most ad experiences continue to
be built for a browser-based
desktop environment and do not
adapt well to the requirements
and capabilities of mobile
devices.
21 3

THE MOAT VIEWABILITY SCORE
Source: MOAT
SCREEN REAL ESTATE
The more pixels an ad takes up on
the screen, the fewer elements it
is competing with for a viewer’s
attention.
50% ON-SCREEN TIME
50% On-Screen Time quantifies
the opportunity for a user to
actually see the ad in motion.
AUDIBLE TIME
Audibility is another indicator of
audience attention and the quality
of that attention.
AVERAGE AD LENGTH
The ad length (in seconds) of the
creative, as a weighted average by
impression volume

WHAT IS AD FRAUD?

ADVERTISERS OR NETWORKS ARE
SUSCEPTIBLE TO FRAUD IN TWO WAYS
1
Fraud where the traffic is invalid or the clicks,
installs and users are all non-existent 2
Misattribution where installs are valid but
credit is stolen from clean networks
20

TYPES OF MOBILE AD FRAUD
1
2
3
4
5
Automated Traffic
Unauthorized Re-brokering
Click Spamming
Ad Stacking
Click Sniping

CLICK SPAMMING
Image Source: Kochava
Humans, bots or scripts
are deployed by
fraudsters to either
deliver (fake)
impressions, clicks or
installs at scale or
imitate users’ app-install
behavior.

CLICK SPAMMING
Image Source: YouTube

CTA
AD STACKING
CTA
CTA
CTA
• VISIBLE AD
• REAL CLICK
• STACKED AD
• FRAUD CLICK
• STACKED AD
• FRAUD CLICK
CTA
CTA
CTA
What users see What is actually happening What happens when user clicks

CLICK SNIPING
CTA
User clicks on ad User installs the app on phone Fraudulent players inject clicks
INSTALLED
APP

PRESERVING VALUE IN THE MOBILE ECOSYSTEM
AS A COLLECTIVE
AD NETWORKS
ADVERTISERS PUBLISHERS
A collaborative effort is needed to tame the dark side of mobile advertising
MEASUREMENT PLATFORMS

PRESERVING VALUE IN THE MOBILE ECOSYSTEM
AS A COLLECTIVE
How can advertisers lead the anti-fraud crusade?
METRICS THAT MATTER
INVEST WISELY DEFINE STANDARDS
ADVERTISERS
DEMAND TRANSPARENCY

PRESERVING VALUE IN THE MOBILE ECOSYSTEM
AS A COLLECTIVE
PUBLISHERS
What role can publishers play?
BE QUALITY-FIRST CONTENT POLICIES
BEHAVIORAL POLICIES

PRESERVING VALUE IN THE MOBILE ECOSYSTEM
AS A COLLECTIVE
How can measurement platforms help?
MEASUREMENT PLATFORMS
GLOBAL ANTI-FRAUD REPOSITORY
MTTD vs MTTI DEEP NETWORK INTEGRATIONS
CATALYZE TRANSPARENCY

PUBLISHER QUALITY
& CONTROL
DIAGNOSTICS AND
ANALYSIS
WHAT CAN NETWORKS DO?
MEASUREMENT &
TRANSPARENCY

Publisher Quality Control
Onboarding checks
Content Quality
Evaluation and
ownership verification
Brand Safety
Blacklist brand unsafe sites
Delisting Duplicates
Prevent duplicate accounts once blacklisted.
Arresting Site Subletting
Ad render checks on registered and verified
publisher property
Checking Request Patterns
Monitor for unusually high request
volumes.

Diagnostics & Analysis
On-going checks
Cryptographic
Signatures
Cryptographically
secured clean
impression-to-click-to-
install mapping Discarding Automated Traffic
Identifying bots and scripts through
pattern analysis
Velocity Checks
Prevent ad fatigue
Double-Checks on Data Signals
Authenticate using InMobi SDK data signals
Studying Suspicious Activity
Integrate with leading measurement and
attribution platforms

Measurement & Transparency
Third-party checks
Audience Verification
Nielsen DAR and comScore
tags
Viewable Inventory
IAS and Moat SDK-level
integrations
Tracking Quality of
Installs
Extensive partnerships with
third-party providers Straining Invalid
Traffic
Active screening for
suspicious patterns

LEADING MEASUREMENT PLATFORMS
Viewability
Audience Verification
Tracking and Attribution
Invalid Traffic Detection

THANK YOU
Any Questions?

RESOURCES ON VIEWABILITY AND AD FRAUD
Understand ad fraud better. Access our white paper
on fraud here
The marketer’s guide to mobile viewability. Lear
more about delivering viewable ads here